Same Content, More Mileage: The collaborative approach to PR, marketing and social media

PR, marketing and social media teams are constantly challenged to "do more with less." Whether it's reaching more media outlets, finding more freelancers, publishing to more social channels or satisfying more internal stakeholders. Yet it all comes down to the same idea: Creating and sharing content that best engages your target audience. Jake Jacobson, Sr. Manager of Public Relations at Children's Mercy Kansas City, will illustrate how teams of all sizes can use collaboration and creativity to give their content new life.

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At Children's Mercy Kansas City, Jake Jacobson shares patients' inspiring stories and physicians' innovative care with an ever-growing audience through national editorial coverage, social media (@ChildrensMercy) and community engagement. Jake especially enjoys educating and empowering physicians and staff on the benefits of using social media to build and bolster relationships. In nearly 20 years of experience in brand-side social media, media relations and daily journalism, Jake continues to hone his PR skills through immersion, experimentation and learning from his friends ... and his mistakes. When he's not refreshing Twitter (@JakesJournal) or Facebook, Jake enjoys running, biking, hiking, traveling, volunteering and being a cheerleader for all things KC.